so the next step after pre-purchase
planning is the actual purchasing so
often this can be combined together and
it is for simple things but as you enter
product gets bigger and you're dealing
especially in b2b the actual purchase
someone at the end of they have to close
the deal they have to get the contract
sign they have to get the purchase order
back from the customer and that's this
process here and build what are some of
the complexities of this component it
sounds totally floored alright you've
done all the planning the custom of the
fire will purchase yeah it's interesting
you can do all this logical stuff right
up to the end but now we have to get the
deal signed this could be an emotional
part and sometimes people aren't
comfortable asking other people for the
order and getting that last bit you know
how now I need the letter I need you to
sign a letter to give it to me
so this is where sales really comes into
play and so I separated out it's it's a
it's a logical but also an emotional
dimension that needs to be done here so
the next component is installation and
often people say hey this is done we got
the order
oh no you just have an order we now need
to make the customer happy
install the product because if we don't
we're not going to get paid so now we go
through the installation process and
make sure that that is smooth and that
process will then allow us to move into
the next component the next component is
to get paid to close the loop here on
the product we need to get cash cash is
the oxygen that allows our organization
to continue to exist if we don't have
cash just like if a body doesn't have
oxygen it will die so to get the whole
customer acquisition process we need to
have them install it and then they need
to pay for and then what's the
difference between your components which
calls purchasing and the components
would you call day we like the same time
well in some senses it can be you know
in a consumer situation if I walk into
the store and I want something I
purchase that I pay for it yeah
however in business it's a big
difference between when I signed an
agreement and when I pay for it in some
countries and that could be in Italy
that could be a you
and it here in the United States could
be 45 days that is a big difference and
often because you need to select ring
that time when seemingly have the deal
but you don't have the cash
absolutely and this is we're going to
talk about later is there someone is
this model you can get them to pay up
front you know if I have a subscription
model they can pay me up front for
magazine and then i can deliver the
magazine later but understanding when
you're going to get paid is important
and the assumption here to write it is
that you could get purchasing and you
could get paid at that point but you but
I break it out functionally that you
could have a purchasing agreement and
then you could have an installation
which could be different and then I
could have a getting paid for it which
is after that as well and that often is
30 days later or 45 days later but
you're right in some circumstances I can
purchase it i can install the product
and i can get paid on the same moment if
i buy especially in the consumer but
just like with the decision-making unit
where the economic buyer the end-user
the champion could all be the same
person i want to split split this up
functionally so we understand you know
what is installation and what is payment
because that will help us break down
this for all the situations and not just
be in that one unique situation where
all the things so now we just got
through the customer acquisition process
but there's one more part that I want to
talk about and that is getting the
customer will buy more product because
often people think I already have a
customer
let's go find another customer but if
you can upsell your existing customer
understand if they bought one of your
product will they buy another of your
product that can be the most efficient
and effective you know customer you
could have so when you look through this
decision making process what does it
take for them to buy more of it and oh
by the way within that you also we're
going to look at what will it take for
them to tell other people about how
great your product is so that would
cover the entire decision customer
acquisition process decision-making
process and now you can see the
similarities to the full lifecycle use
case
this knowledge is pure gold for you and
we're going to use it as we move on to
the following steps so i encourage you
to take time and understand what each
one of these functionalities are and
even if they're the same and you don't
think they're important for this
specific time in this specific place
maybe as you start to understand your
customer more your next company these
functionalities will be critically
important to make you a master
entrepreneur and that's our goal